Google Ads Notes

Lesson 1: Get to know google Ads

Que. What is Google Ads?
Ans. Every second, people turn to Google for the information they need to get things done. Google Ads is a digital
advertising solution that helps you reach this audience and transform them into valuable customers.

Que. Why Google Ads?

Ans. With Google Ads, you get access to a broad range of advertising products designed to help you reach customers in the
moments that matter. Stay focused on growing your business while Google's smart technology does the heavy lifting to drive
better results from your advertising.

 Your advertising campaign should always have an objective.

Like –
1.Drive sales
2.Get leads
3.Increase website visitors
4.Influence consideration (Encourage people to explore your products and services. )
5.Build awareness
6.Promote your app (Increase installs and interactions with your app. )
  Principles of Google Ads
1. RELEVANCE: Google Ads helps you connect with the right people, at the right time, with the right message. Your
ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services
like yours. You can also customize options, such as keywords and location, to get in front of the most relevant
customers.

2. CONTROL: Google Ads gives you complete control over your budget. You choose how much to spend per month,
per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to
show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and
restart a campaign.

3. RESULTS: Pay only for results, like clicks to your website or calls to your business. Our measurement tools make
it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and
optimize your campaigns so you can get the most out of your investment.

Lesson 2: Support your Business goals with Google Ads

Que. How Google Ads help you?

Ans. With Google Ads, you can connect with people finding answers on Search, watching videos on YouTube, discovering
apps on Google Play, and more. You choose where customers might see your ads when you select your campaign type.
 Advertising with Google Ads starts with creating a campaign based on your business objectives. Each
campaign type determines where your ads appear and the format in which those ads are displayed.

 Types of Google campaign:

1. Search: Search ads appear next to Google search results and on other Google partner sites, like YouTube,
when people look for businesses like yours.

With a Search campaign, you can make sure potential customers notice your brand, consider your products,
and take action.

2. Display: Google Display ads can appear across a network of more than two million sites and apps, reaching
90% of people on the internet. Your ads get matched to content related to your business or to your
customers’ interests.

Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

3. Video: With Video ads, you can reach the right audience at scale and capture their attention. Show your ads
on their own or within other streaming video content on YouTube and across Google’s network of websites
and apps. Only pay when people choose to watch your ad.

Video campaigns help you bring your business’s story to life. They engage customers in different ways, like
showing ads before their favourite music video or while they’re researching an upcoming purchase.

4. Shopping: Shopping ads appear on Google Shopping next to search results and near text and responsive ads.
Shopping ads promote your products by giving consumers detailed information about what you’re selling
before they even select your ad.
 Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local
store, and find better-qualified leads.

5. App: After a simple setup process, App campaigns run ads across Google’s largest properties, including
Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are
automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and
the rest is optimized to help customers find you.

With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up
for a newsletter or ordering a product.

[Note: Google Ads also offer a specialised ad campaign type and you can optimize your campaign]

Drive efficiency with Smart campaigns

Looking for an automated solution for small businesses? Smart campaigns are here to help! Just choose your
business goals and let machine learning deliver results through Google’s Search, Display, and Maps
networks.

Smart campaigns are the default for advertisers new to Google Ads. They’re a great fit for those who want an
easy way to reach relevant customers and drive results but have limited time or experience with managing
Google Ads campaigns.

Let our smart technology improve your ads, so you can focus on what’s most important — running your
business.
 Lesson 3: Recognize the value of Google Search ads
Que. What importance of Google search?
Ans. Every day, about 3.5 billion searches are made using Google Search. Everywhere, people are searching for
information, shopping online, comparing product prices, getting directions, or just learning something new.

Google’s mission is to organize all this available information and make it accessible and useful.

When people want to know, buy, go, or do, Google Search is their first stop!

Que. How does Google search ads connect with your audience?
Ans. Let's follow a potential customer, Luca, to learn how Google Search ads work. After living in the city for a
while, Luca has decided he’d prefer to bike to work. But which bicycle should he buy?
Luca starts his search.

He opens his computer and types in “best city bicycle" at Google.com.

He scans the results.

He sees:
 Shopping ads, labelled as Sponsored*
 Text ads, labelled as an Ad*
 Organic results

Luca scans the organic results and doesn’t see anything relevant. A few text ads appear at the top, and one
catches his attention.
The headline seems relevant to what he’s looking for:

Looking to commute to work? | 30% off city bikes | Free shipping

The ad's description gives him more information about the sale, store location, and other great details.

* Shopping and text ads don't always appear.

He clicks on an ad.

Immediately, he reaches a page about city bikes. He likes what he sees, but needs some time to think about
making such a purchase.

He explores the options.

He goes to his local bike shop to try the superfastNsafe city bike model. He’d love to buy it, but it’s not the same
price as what he saw online!
He revisits the website from before.

Luca gets out his mobile phone and navigates back to the website he was on before. Time to make that purchase
— at the right price!

Lesson 3: Master the foundations of a Google Search campaign

 When you set up a Search campaign, think through the different ways to drive more traffic to your site,
service, or product.
Where do you want your ads seen?
How much do you want to invest?
What do you want to share in your ads?
What keywords will match your customer’s search terms?

 Steps for setting up an Ad:

 1. Select marketing goal
2. Select search network
3. Select devices on which to show ad
4. Select location & language
5. Select budget

 To get the right customers to see your ad you an create ad groups(different ads for different category of
products)

Que. How ads end up in front of customers?

Ans. Step 1: A person performs a search

The search is for “buy city bike.”

Step 2: An auction starts

Google’s search engine goes through all of its advertisers' campaigns, including Hiroko’s, looking for
keywords in their ad groups to match with the user's search term, “buy city bike.”

When they created their ad groups, each advertiser, including Hiroko, set bids for their
keywords, indicating the amount they’re willing to pay when someone clicks on their ad.

This type of auction occurs every time a search is run.

Step 3: The Google Search engine ranks all the ads

After ranking all the ads, the search engine decides which one to show, based on the
advertiser bid and relevance to the search results. If an ad isn’t deemed relevant, it won’t show.
Step 4: A search turns into a sale

If Hiroko’s text ad displays and the user clicks or taps on it, they’re taken to Hiroko’s landing page. She’s
specified for the landing page to be her website's city bikes page.
 And that’s how a search turns into a sale! By using Google Ads, you can easily build and manage search
marketing campaigns that advertise across the Google Network, and help everyone find just what they’re
looking for.

Lesson 4: Manage which searches prompt your ads

Que. How to control which searches prompt your ads

Ans. Step 1: Think like your customer

Match your keywords to what your customers may use when looking for your products or services. This is called keyword targeting.
Step 2: Think about your business goals

Do you want more people to visit your website or to reach customers that are ready to make a purchase?

There are five match type options for your keywords. They are (from broad to narrow) broad match,
modified broad match, phrase match, exact match, and negative.

There are search terms you can be sure your customers are using, and then there are those that aren't as
easy to foresee. Whatever your goal, you can use match types to reach as many customers as possible that
are potentially interested in your business.
Step 3: Get Google to do it for you

Have dynamically created text ads and keyword lists developed automatically, based on your website
content. This enables you to show up for more search terms than you may have initially included in your list.
More on how to use Dynamic Search Ads later.

Que. How to reach a broad audience with match types?

Ans. Broad match is a good fit if you want to spend less time building exhaustive keyword lists. Your keywords
will match to a wider variation of search terms, and you'll reach people not necessarily searching for your specific
brand or business. It’s like casting a wide net to reach searches related to your keywords.

Broad match modifiers allow you to indicate if there are certain concepts related to your keywords that must be
present in the searches you reach.
Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if
the keyword or its close variations are in any part of the search terms.

Que. How to narrow your reach with match types

Ans. . Phrase match: Placing quotation marks around the keywords turns them into phrase match. This
prompts your ads to appear only if the keywords within the quotation marks or close variations of them
match a user’s search term.

This is different from broad match modifier as there cannot be any extra words between the user’s search
terms, but similar since extra words can appear before or after the phrase match.
 Exact match: To use exact match, place brackets around the keywords. This way, your ads will only show if
the search means the same thing as your keyword. It may include close variations of your keyword, like
misspellings, plurals, and synonyms.
This is different from phrase match, as there can’t be any extra words before or after the search terms.
For example, the keyword [men’s bicycles] will show when someone searches for men's bicycles or men's
bikes, but it won’t show for men's bikes for sale.

 Negative keyword: Hiroko is targeting the keyword kids’ bikes in broad match and has noticed that her
ads are sometimes matching to the search term kids’ scooters. However, she doesn't have any scooters in
her inventory at the moment. Until she gets more scooters in her store, she wants to put her ads in front of
people only interested in bikes, so she adds -scooter as a negative keyword to her keyword list.
 Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means
ads won’t show if someone includes that negative keyword in their search.

Compare match types

Picking the right match type for your keywords can help you show your ads to the right people. Take a look at all the match types below
to see how they broaden or narrow your reach.

Match type Special symbol If your keyword is:

Then your ads may show on searches if: And the person was looking for:
Broad match none children's bicycles The keyword, or any variations like misspellings, synonyms,  buy kids bicycles
or related searches, are in any part of the search terms.  Children's scooters

Broad match +keyword +children’s +bicycles The keyword, or its close variations, are in any part of the  Children’s toys and bicycles
modifier search terms. Additional words may appear before, after, or  Mountain bicycles for children
between the search terms.
Phrase match “keyword” “children’s bicycles” The keywords within the quotation marks, or its close  Safe children’s bicycles
variations, match the search terms. There can’t be any extra  buy children’s bicycles
words between the search terms.  children’s bicycles on sale
Exact match [keyword] [children’s bicycles] The exact keyword, or its close variations, mean the same as  children’s bicycles
the search terms. There can’t be any extra words before or  kid’s bicycles
after the search terms.  bicycles for children

Lesson 5: Complement your keyword strategy with Dynamic Search Ads (DSA)
Que. What is Dynamic Search Ads?
Ans. Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of creating an ad for each page
on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to
customize and target your ads.

Que. How Dynamic Search Ads works?

Ans. 1. You specify the pages of your website, daily budget, and an ad template.
2. The customer enters their search term in Google Search.
3. If you have content relevant to the search, Google dynamically generates an ad headline and destination
URL to the best matching page on your site.
Using Google’s web crawling technology, Dynamic Search Ads indexes your website and uses that index list to ultimately
determine if a customer’s search is relevant to your business. If the search term matches the index, Dynamic Search Ads will
automatically create a headline and a destination URL customized to the customer search term and will enter a dynamic
search ad based on your template into the Google Ads auction. You only need to create the description in the template
beforehand — everything else is automatic and based on the customer’s search term.

 Targeting options for Dynamic Search Ads: You’re in control of how Google matches people’s searches to your site’s
content. There are different site targeting options to choose from, each with a different level of control.
1. Landing page from standard ad groups:- This is the easiest option, as it includes all webpages that you’re
already using as landing pages for your ads across your accounts.
2. Categories:- Based on your website content, Google creates targetable categories, or sets of landing pages
organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of
granularity.
 Example: In an online electronics store, you can target just the “digital camera” category of the store.
3. URL contains:- You can target pages of your site containing specific strings.
Example: You want to target all the blog-related pages of your electronics website based on the URL string
that appears when you navigate the site. If all of those URLs follow a similar pattern, like example.com/blog/,
you should target every one that contains "blog."
4. URL is:- You can target specific URLs.
Example: If you want to create a dynamic ad group based on your “special offers” page, you can choose to
target just that page.
5. Page feeds:- Generate your ad group’s DSA targeting based on a feed of specific URLs, mapped to custom
labels that can be updated automatically.
Example: You want to make a campaign for TVs that are on sale. You’ll need to create a feed and label all the
TVs being sold at a discount “ON_SALE”. In your dynamic ad group, choose to target custom labels, and enter
“ON_SALE” as a custom label. You’ll also be able to add a custom bid for that target.

 Benefits of Dynamic Search Ads: 1. Reach and coverage

2. Efficiency and time saving
3. Transparency and control

Lesson 6: Google Ads Auction

Que. How the Google Ads auction works?
Ans. Google Ads uses an auction system to rank the ads that appear on the search results page, and to determine
the cost for each ad click. The order in which ads appear on the page is based on a calculation we call Ad Rank.

First and foremost, Google users want ads they see to be relevant. Users don't want to be bothered with ads that
aren't closely related to what they're searching for. And advertisers want to show relevant ads so that users will
actually click on them.

Google wants to provide a good experience for users and value to advertisers so that they come back and use our
services again in the future. Let’s review an example of what a real-time auction would look like.
Google uses a special version of a second-price auction that takes into account more than just bids—more on that
later. In a standard second-price auction based only on bids, the advertiser doesn’t have to pay their full bid. They
only have to pay $0.01 more than the amount of the next highest bidder.

Say we have four advertisers competing for space on the search results page, and they’re willing to pay $4, $3, $2,
and $1, respectively, for a user to click on their ad and visit their website.

So, in this particular case, the first advertiser was bidding $4, but they'd only have to pay $3.01—which is $0.01
above the bid of the second highest advertiser. The same thing applies to advertiser 2, and to advertiser 3. This
design allows each advertiser to bid their true maximum willingness to pay for a click—but only have to pay just
enough to beat the competition.

Que. How Ad rank determines your ad position?

Ans. Google Ads calculates Ad Rank for every ad in the auction. Ad Rank determines your ad position and whether
your ads are eligible to show at all. Generally speaking, the ad with the highest Ad Rank gets to show in the top
position, and the ad with the second highest Ad Rank gets to show in the second position (assuming the ads clear
the relevant thresholds), and so on.
At a high level, think of Ad Rank as having five factors.
 1. BID: When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for
a click on your ad. You often actually end up paying less, and you can change your bid at any time.
2. Ad rank threshold: To help ensure high-quality ads, we set minimum quality thresholds that an ad
must achieve to show in a particular ad position.
3. Context of query: With the ad auction, context matters. When calculating Ad Rank, we look at the
search terms the person has entered, the person’s location at the time of the search, the type of
device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search
terms, other ads and search results that show on the page, and other user signals and attributes.
4. Ad extension impact: When you create your ad, you have the option to add extra information to your
ad, such as a phone number, or more links to specific pages on your site. These are called ad
extensions.
Google Ads estimates how extensions and other ad formats you use will impact your ad's
performance.
5. Auction-time ad quality: Google Ads also looks at how relevant and useful your ad and the website it
links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of
the quality of your ad.

 The three main factors that determine the quality of an ad.

1. Expected clickthrough rate: This is our prediction of how often an ad will be clicked on when it's shown. Across
Google, we rely on user feedback to drive decision making, and user clickthrough rates (CTRs) tell us what users
respond to. By allowing users to vote with their clicks, we have millions of people who are helping us to decide
which ads are best for each search query.
2. Ad landing page experience: Users want ad landing pages that help them find what they're looking for. A highly
relevant landing page yields a higher score.
A high-quality landing page should have appropriate and original content that helps the user complete their task. It
should be easily navigable and transparent about the nature of the business, how the site interacts with the user's
computer, and how it intends to use their personal information.
 3. Ad relevancy: Ad relevance is a measure of how well an ad matches what the user is searching for, and helps to
make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search
that's unrelated to their product or service.

Lesson 7: Improving Ad rank

Que. What is Quality Score?
Ans. Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead
to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and
landing page experience.

Que. How can you find your Quality Score in Google Ads?
Ans. Your current Quality Score and its component scores can be seen through four Quality Score status columns in
the Google Ads interface: Quality Score, Landing Page Experience, Ad Relevance, and Expected Clickthrough Rate
(eCTR). Follow these instructions on how to check the status columns.

[NOTE: You should use all relevant ad extensions for your business because the expected impact of ad extensions is
factored into Ad Rank. For more details, use this best practices guide: Using Quality Score to Guide Optimizations.]

 To improve your ad quality focus on these things.

1. Expected clickthrough rate: The likelihood that the ad will be clicked
Expected clickthrough rate (eCTR) predicts whether your keyword is likely to lead to an ad click. However, you
should be actively working on improving your clickthrough rate (CTR) which is often how users who see your ad
actually end up clicking on it.
To improve your clickthrough rate, you may want to:

 Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that
your ad is directly relevant to their search.
 Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book
now?
 Highlight a unique benefit of your product or service: What makes you stand out from the
competition? Think about what matters to users (perhaps an exceptional warranty or return policy).
 Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or
test location-optimized creative.

2. Ad relevance: How closely the ad matches the intent behind a user’s search
To improve your ad relevance, you may want to:

 Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely
related to your product or service.
 Be specific on mobile: If a user’s mobile search experience is different from desktop, test mobile-specific
creatives.
 Be local: Target the right region for your business by using only the relevant languages and locations.
 Include relevant search terms in your ad copy: Adding search terms that are related to your business in
your ad copy can help make your ad more resonant for users.

3. Landing page experience: How relevant, transparent, and easy-to-navigate the page is for users
To improve your landing page experience, you may want to:

 Send traffic to the right landing page: Direct clicks to pages related to a user’s query. If a search is for
“striped shirts,” the landing page should feature striped shirts, not some other variety of shirts or clothing in
general.
 Be consistent: Make sure the landing page continues the conversation set up by your ad and follows
through on the ad’s offer or call-to-action.
 Make your site transparent and trustworthy: Make it easy for visitors to find your contact information,
and clearly state what your business does. If you request personal information from customers, make it clear
why you’re asking for it and what you’ll do with it.
 Work on loading speed and clarity: Help users quickly find what they’re looking for by prioritizing the
content that’s visible above-the-fold.
 Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make sure yours is
optimized.

Lesson 8: Deliver the Right Message with Text Ads

Que. What is a text ad?
Ans. Text ads are just that — ads made up of text! They’re a simple yet powerful way to get your
business in front of people when they’re searching for products or services like yours on the Google
Search Network.
To effectively reach potential customers, text ads should be informative, relevant, and engaging. Your
text ads are the front door to your business, so it’s important to show the right message to the right
customer.

Que. What makes text ad?

Ans. To create a text ad, you need a headline, URL, and description. Let’s take a closer look.
1. Headline: Up to three headline fields are available with up to 30 characters each. The first two
headline fields are required, and the third is optional.
Look out for how your longer headlines — separated by a vertical pipe ("|") — might wrap on mobile
devices.
 2. Description: Two description fields — with up to 90 characters each — let you highlight unique details
about your product or service. On mobile, where space is tight, Google Ads optimizes your ad to show
the highest-performing text.
3. URL: Two optional path fields can be added to your display URL. Each field can hold up to 15
characters. This feature gives users an idea of the content they’ll see upon clicking your ad.

Lesson 9: How to create effective text ad

 Steps to create a text ad in Google Ads

1. Sign in to your Google Ads account.
2. In the page menu on the left, select Ads & Extensions.
3. Select the + button and choose the Text Ad option.
4. Enter a URL, headline, and description. Remember that you can also enter the optional Path fields. As
you type, a preview of the mobile and desktop version of your ad will appear.
5. When you're satisfied with your new text ad, select Save Ad.
 Best practices:
4. Implement three to five ads per ad group
5. Optimize your ad rotation for clicks or conversions
6. Use at least three extensions for each campaign or ad group

Que. What are responsive search ads?

Ans. Responsive search ads let you create ads that adapt to show more relevant messages to your
customers. All you need to do is supply the headlines, descriptions and URLs for your ads. The more
headlines and descriptions you enter, the more Google Ads can test and serve ad variations that match
users' search terms — which can improve your ad performance. After you enter headlines and
 descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids
redundancy.

[NOTE: Use this Help Centre guide to create a responsive search ad in your Google Ads account.]

Lesson 10: Make ads relevant with Search Ad Extensions

Que. Why relevant search ad extension matter to users?

Ans. 1. Increase engagement
2. better ad quality
3. more qualified leads

 Types of Ad Extensions-
1. Universal extensions
 Sitelinks: Direct to specific sections of the website.
Sitelinks are additional links that appear just under the text of your search ads, directing users to specific
pages of your website.
Q. Benefits of sitelinks?
A. Increased engagement: Adding sitelinks can boost the average clickthrough rate (CTR) for an ad,
including in searches for one of the advertiser's brand terms.

More conversions: By sending users directly to the right page, you reduce the number of steps they need to
perform for an action that you value.
 Easy to manage: Add and update sitelinks at the account, campaign, or ad group level without the need to
bid separately or add separate keywords. The system automatically displays the best performing or most
relevant sitelinks for each query.

Q. Why should you use sitelinks?

A. Sitelinks direct to specific pages of your website, and they can serve most marketing objectives as long as
the site contains related content. It’s important to remember that the link in the sitelink can’t be the same
as the headline links. Purposes include:

1. Driving store sales: Store hours and locations; find a store

2. Making online conversions: Special discounts; new offers; men’s shoes; subscribe now
3. Raising brand awareness: Our values; learn more about our business story

Q. Tips and best practices?

A. 1. Add as many sitelinks as you can: You should ideally implement 8 to 10 active sitelinks per campaign.
Make sure you have enough content on your website to have at least two sitelinks, otherwise the sitelinks
won't show.

2. Select the right landing pages: Link directly to popular or high-converting sections of your website.
3. Guide the user: In the sitelink title, clearly mention what users will find on the landing page.

2. Callout extensions: Highlight value-adding attributes

Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about
value-adding attributes of the business, products, or services.
o Callout extensions are short snippets of text and can serve multiple marketing objectives such as:
 Free pickup in store; no lines at checkout, 365-day returns; free shipping over $25; 24/7 customer service, Zero-
waste policy; organic material only.
o Be brief: Keep your callouts as short and specific as possible, and include at least six of them in your campaigns.
o Be appealing: Consider callouts that are unique offerings and can apply at a high level to your whole business.
o Be concrete: Focus on specific info (for example, “4.7-inch LED display” vs. “large LED display” and “34 MPG max
mileage” vs. “great fuel economy”).
o Think bullet points: "Free shipping" is much sharper than "We have free shipping." Sentence case beats title case
(e.g., “100% silk” vs. “100% Silk”).

3. Structured snippets: Give a glimpse of what’s offered

Structured snippets allow you to describe features of a specific product or range of products or services offered by the
business before users click on the ad.
o Make sure the headers selected provide information that's useful and attractive to users. Ideally, four values should
be added to each header, but be sure you have enough content on your website for at least two values.
o The values that apply to each header must make sense in the context of the chosen header. For each value, is it true
to say “[value] is a [chosen header]”? For example: “Wi-Fi” is an amenity, and “sneakers” are a type of shoe.

[NOTE: Avoid confusion when it comes to structured snippets vs. callout extensions. Structured snippets highlight specific
aspects of the products or services offered, while callouts highlight what makes a whole business unique.]

4. Location extensions: It let you show your business address, phone number, and a map marker alongside your ad text.
On mobile devices, there’s a link with directions to your business.
o Location extensions are served via the Google My Business (GMB) account. Make sure information such as address
and phone number are updated.
 o Bid more aggressively for users who are close to your stores to ensure they see your ad. This can be done via the
Advanced Location settings in Google Ads.

5. Affiliate location to extensions: Give directions to retail partner locations (available in select countries): Affiliate
location extensions allow product manufacturers drive visits to retail partners that sell their products. The format displays
the headline and URL for the manufacturer’s website, ad text for the manufacturer’s product, and the nearest retailer.
o Affiliate location extensions are ideal for manufacturers. They help consumers find their products at select retailers,
while still providing the option to visit their website and purchase online.
o Set higher bids for users who are close to retailer locations to ensure they see your ad. This can be done via the
Advanced Locations Settings in Google Ads.
o In the Google Ads interface, select retail chains or automotive dealerships to highlight all of the nearby locations
where consumers can find your products.

6. Call extensions: If you’re looking to get calls from customers, use call extensions. These extend ads with a phone
number, allowing mobile users to directly call your business.
o Enable phone call conversions reporting in account settings to assess which campaigns, ad groups, and keywords
are most effective at driving call conversions.

7. App extensions: Enable phone call conversions reporting in account settings to assess which campaigns, ad groups,
and keywords are most effective at driving call conversions.
o Your headline link should direct to your website while the app extension links to the app store. Don't link your
headline to the app store as well, as this is redundant and may create a confusing user experience.
8. Price extensions: Price extensions let you showcase your services and range of products alongside their respective
prices. They’re available globally in several languages and currencies.
 9. Promotion extensions: Promotion extensions allow you to quickly and prominently display information about your
promotions without having to update every single ad.
o You can select from a list of prepopulated occasions to have your promotion extension appear with a bold label
(e.g., back-to-school, Black Friday, Boxing Day). Check out the Help Center for all available occasions.

10. Message extensions: Adapt to a new communication style: Message extensions are a mobile-only format that
enables clients to easily connect with a growing segment of users who prefer to text.
o Message extensions are a great fit when you want to give customers an alternative to calling.
o Have a clear call-to-action such as “Text us to get a quote.” Put together a prefilled message text that makes users
excited to contact you. This is the message text users will see in their SMS app before sending.

Lesson 11: Automated ad extensions

 Ad extensions that serve automatically: 1. Callout 2. Sitelink 3. Structure 4. Seller rating

Lesson 12: Increase Efficiency with Automated Bidding

Que. What is automated bidding?
Ans.

 Different types of automated bidding strategies.

1. Awareness based bidding strategies: This is for raising awareness of your brand and campaigns that include
brand terms.
2. Consideration focused bidding strategies: You should choose this bid strategy if you want to drive as many
clicks as possible within a set level of spend.
3. Conversion focused bidding strategies: Choose one of these bid strategies if you're tracking actions post-click,
valuing conversions equally, and looking to maximize the number of conversions.
4. Revenue focused bidding strategies: Choose this bid strategy if you’re tracking the revenue or value
associated with your conversions and want to maximize it at a specific return on ad spend target.

Lesson 13: Reach valued customers with Search Audience